Sponsor Breakfast Presentation: Customer State & The Challenge of Real Time Marketing

Big Data is nothing but a Big Opportunity

Michael FisherPresident, Yesmail Interactive

Email Insider SummitFriday, May 3, 2013

Yesmail Confidential 2

of customers don’t receive customized, channel specific messaging

of emails are NOT received during the times consumers prefer

of consumers have purchased as a result of receiving an email promotion on their mobile device


• Predict the need, desire, and timing specific to your audience

• Know when to communicate to your audience via their preferred channel

• Deliver personalized, relevant content

• Create repeatable engaging customer experiences

Challenges a Plenty

“Many firms still operate in organizational siloes and are burdened with legacy technology that hinders their ability to deliver compelling cross-touchpoint experiences.”

Managing The Cross-Touchpoint Customer Journey | Dec 2012


Have a single view of your customer

Stream one-to-one communications with your customers

Analyze all customer touch-point data all in one place

What if you could…

Missed opportunity?

66% of consumers are engaged via the web; 22% via social, 38% via mobile; 24% via video

But consumers who interact on multiple touch-points want to be recognized as they cross from touch-point to touch-point.

Source: Forrester Research


Coordinating is Critical

Creative Insights Strategy

CompetitiveIntelligence

DeliverabilityData

Engagement Specialists

Campaign Management Technology


Intelligent Interaction is Critical

ANALYZE OPTIMIZE AUTOMATE EXECUTE

Analyze all customer

channel data

Optimize your channel

strategy based on data-driven

insights

Automate programs for personalized

customer experience

Execute campaigns informed by

customer preference


The Critical Questions …

What do your average customers and key segments look like?

How do we improve retention and increase sales to existing customers?

What opportunities exist for reactivation of lapsed customers?

What are the best short term opportunities to drive revenue through its various channels when using email as the primary channel?

What’s your most lucrative customer segment

Delivering Prioritized & Personalized Email Communications

A Case Study


Purchase Frequency

Size (# of Customers)

Revenue

Strategic Marketing Framework Overview

Number of 2012 Purchases

0 1 2 3+

Re-Acquire(Lost)

Welcome / Welcome Back(New & Reactivated)

Win-Back / Lapsed /

Reactivation

Cross-Sell / Upsell / Purchase

Occasions / Purchase Rate

Recognition / Retention (Increasing)

Loyalty / Purchase Occasions(Declining)

Fanatics

Nu

mb

er o

f 20

11 P

urc

has

es

0

1

2

3+


• 70.8% of 2011 buyers did not buy in 2012

• Of 2012 customers with a customer ID:

Only 24.3% made a purchase in 2011

New customers accounted for 65% of 2012 revenue

• New customers less valuable than existing customers in their first year spending 61.7% as much per person

All Channels: Churn Reduction Top Opportunity


0 1 2 3+

Revenue: $0Segment Size:

TBD*


Revenue: $553,150,061

(2011)

Segment Size: 15,975,602

Revenue: $210,654,663 (2011 & 2012)

Segment Size: 3,054,064

Revenue: $103,803,191

Segment Size: 758,000+

Revenue: $108MM(2011 & 2012)


Revenue: $162MM


Nu

mb

er o

f 20

11 P

urc

has

es

0

1

2

3+

Revenue: $0Segment Size:

TBD*

Revenue: $527MM

Segment Size: 15MM

Revenue: $670MM(2011)

Segment Size: 17MM

Revenue: $210MM(2011 & 2012)

Segment Size: 2MM

Be prepared to assemble the data








Purchase Frequency

Size (# of Customers)

Revenue

Strategic Marketing Framework Overview


0 1 2 3+

Re-Acquire(Lost)


Win-Back / Lapsed /

Reactivation

Cross-Sell / Upsell / Purchase

Occasions / Purchase Rate

Recognition / Retention (Increasing)

Loyalty / Purchase Occasions(Declining)

Fanatics

Nu

mb

er o

f 20

11 P

urc

has

es

0

1

2

3+


B1

B2

B3

B4B5C1

C2

C3

C4

C5

C6

P1

P2

P3

P4

P5

P6

P7

N1

N2

N3

A1

L1

L2

L3L4L5

Effort

RO

I Ben

efit

LowHigh

Hig

hLo

w

Email Program Prioritization Recommendation

BaseOffers/Events B1Newsletter B2Poll/ Survey B3Educational B4Birthday B5Anniversary B6Membership Renewal B7

LifecycleWelcome (1 Touch) C1Welcome (3 Touch Series) C2Welcome (Multi Touch with Behavior) C3Re-Activation C4Lapsed C5Retirement C6

Purchase CycleOrder Confirmation P1eReceipt P2Order Ship P3Education on Product P4Ratings and Review P5Follow-up on Purchase P6Cross-sell / Up Sell P7

Non-Purchase TriggersAbandoned Cart N1Browse No Buy N2Preference Center Change Conf. N3

AcquisitionCustomer Acquisition A1

LoyaltyBest Customer L1Next Best Customer L2Forward to a Friend L3Social Magnify L4Social Contest L5

Program Type

2) Welcome Programs

1) Abandon Cart

3) Fanatic Customer

6) Lapsed Customer *

Top Opportunities

5) General Promotions

4) Newsletter


20% year-on-year projected revenue impact

Projected Outcome

0.000%

0.005%

0.010%

0.015%

0.020%

0.025%

0.030%

0%

2%

4%

6%

8%

10%

12%

Jan

Mar

May Ju

l

Sep

Nov

Jan

Mar

May Ju

l

Sep

Nov

Jan

Mar

May Ju

l

Sep

Nov

2012 2013 2014

Con

vers

ion

Rat

e

Ope

n, C

lick

& C

onve

rsio

n R

ates

Email Engagement Metrics

Conversion Rate Open Rate Click Rate

The Impact of Personalized Content


• Supporting 16 eBay divisions in Canada, EMEA, APAC, and SEA

• Sending daily-buyer messages across global programs

• Leveraging a robust data warehousing and optimization solution

• Executing complex testing strategies

• Engaging in full-service solutions, including insights, strategy, creative, and expert message management services

• Providing a follow-the-sun process to support all regions and time-zones

Customer Success

• Helping Body Shop International drive customer engagement and sales across retail store and web properties in North America and Europe

• Leveraging email as the single biggest driver of traffic and revenue

• In-region support being provided by US and UK-based account teams

• Seeing year-over-year growth in key KPIs (opens, clicks, orders, revenue, and database growth)

• Continuing to focus on program optimization, including mobile and testing strategies, and campaign automation

• Maximizing tee time availability, nationally and locally through national and local-course campaigns

• Utilizing a custom email template and campaign management tool for local courses to easily mail their customers

• National campaigns being supported by dynamically-generated content based on user preferences and behaviors

• Since migrating, seeing improved KPIs, including Inbox placement, open and click rates, and tee time bookings

• Seeing improvements in operational efficiency


• 40% increase in open rates

• 19% increase in click through rates

• 100% of emails reach subscribers’ inboxes

• Reporting now available in real-time vs. in hours

• Reduced need for manual intervention

• Faster campaign implementation

• Greater customer targeting

The Impact of Intelligent Interactions

• Over 45% increase in revenue

• 100% of emails are Inboxed thanks to improved deliverability

• 53% reduction in unsubscribe rate

• Reduced workload for building and optimizing email programs

• Reduced need for manual intervention

• Reduced cost of operation

• More robust and flexible triggered email campaign

• 50% to 75% decrease in time required to generate a custom competitive report

• Real-time data collection of key competitors enables Mrs. Fields to respond faster to competing campaigns and provide counter offers to customers

• Accurate industry benchmarking for Mrs. Fields’ campaigns allows the brand to easily pinpoint areas of improvement


• BIG Data…Data…Data• Competitive & Market Intelligence• Award Winning Creative Agency• Insights-Driven Strategy• Innovative Technology

– Experimental Design

• Our People

Why Yesmail?

Michael FisherPresident, Yesmail Interactive

[email protected]

Thank you

Date post:	02-Nov-2014
Category:	Business
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Sponsor Breakfast Presentation: Customer State & The Challenge of Real Time Marketing

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